In 2002, my wife and I relocated to Orlando, FL to be part of the launch team for Relevant Media Group. There, I spent 4.5 years targeting, reaching and retaining the 18-34 demographic. It wasn’t easy, but it was fun and challenging. It was there that I was awakened to one of my primary goals in life; pointing my generation back to Christ.

Barna Group reported in 2003 that an alarming 58% of twentysomethings who were active church-goers as teenagers will no longer be active in a church by their 30th birthday (Barna 2003). This has been and still is, the fuel for the above mentioned goal. It is my desire that if/when Barna does this same study again that number decreases to less than 50%. Consider this one of my “big hairy audacious goals!”

A couple of weeks ago, Motiveight took on a new client that has me turning my focus to the 18-34 demographic again. This opportunity has re-awakened my “BHAG.”

One of the major advantages I have, this time around, is access to a plethora of statistics and research. The project that we are embarking on is for the long haul. Given that, I thought that I would document here what the current pulse of the 18-34 demo is according to recent MRI reports. Here’s what we can expect from this group:

• They are more likely, than the average, to be “very liberal” and less likely to be “very conservative.”
• Only 25% of them vote
• They not very interested in environmental causes
• They like to watch: Adult Swim (#1), BET, Comedy Central, MTV, TBS, TLC and VH-1, to name a few. They are less likely to watch the news and weather
• They are less likely to feel that there is too much sex on TV
• They love to show off (rated ridiculously high on this one—almost 2x more likely than the average American)
• They consider themselves more fashionable than others
• They love concerts, clubs/bars, chess (who would have thought!), billiards, dancing, electronic games, video games (#1), karaoke, comic books and fantasy sports leagues (#2)
• They don’t like: birdwatching (can you blame them), attending classical/opera performances, woodworking, book clubs, or live theater
• Favorite sites: Wikipedia, MTV.com, ticketmaster, Monster.com, Yahoo news, Amazon.com eBay, Facebook (#1), Myspace and YouTube

Regarding Religion:

• They are less likely to believe in creationism, believe the Bible literally, give to religious organizations or to support prayer in schools

It’s safe to say that this information isn’t too surprising. However, if you’re interested in the 18-34 demo like I am, the journey ahead is going to require unparalleled creativity and wisdom. This generation will not give room for copycats. We have no choice but to be fresh, provoking and revolutionaries.

Are you surprised by what you just read?

At the office, we use a lot of software to help manage our processes. One of the primary systems that we use is 37signals.com’s project management software, Basecamp. While I love the ease of use, simplicity and overall functionality, my passion for Basecamp was rivaled to an untouchable level today.

Shortly before lunch, my employee, Shannon and I were talking about Basecamp:

Shannon: If Basecamp were a boy, I’d want to date him. I love it that much!
Me: Wouldn’t you want to marry it since you love it so much?
Shannon: It depends on how many upgrades happened during our relationship.

Today, the first Motiveight marketing initiative to get new business arrived at the offices of 18 prospects; some known, some are a totally random attempt to try to get the attention of a prospect customer. It is my hope that I’ll get at least four solid leads on new business or orders. That would bring a 25% response rate, which is unheard of in most businesses.

The effort was to send out a reminder to “spring forward” on Saturday night (Daylight savings time starts on Sunday at 2am). To creatively do so, we sent out a white box with a brass slinky inside with a message that read:

(more…)

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On a journey of discovery today, I stumbled upon a job title that I was unfamiliar with: Director of Integrated Marketing. Being that this was the first time I had ever seen this phrase I was intrigued and made a mental note of it.

Literally an hour later, I was on the phone with a nice lady from the Tombras Group and her title was the SVP of Integrated Marketing. Now seriously, how could this happen. All in one day, I’m introduced to the concept and then I’m on the phone with someone who not only lives in this space but is so good at it that she’s a SVP! I had to know more.

Turns out, Motiveight is NOT an Outsource Marketing Solutions company, as I’ve recently adopted as a tagline for the company. We are an Integrated Marketing Communications company. Here’s a definition of IMC and ironically, what we’ve been doing for the past 19 months:

American Marketing Association defines IMC as “‘a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.’ Integrated marketing communication can be defined as a holistic approach to promote buying and selling in the digital economy. This concept includes many online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry analyst relations billboard, radio, and television.” —Wikipedia

Welcome to Motiveight Marketing Group Inc. An Integrated Marketing Communications Company. Ah that has a nice ring to it, doesn’t it!

I subscribe to an email newsletter by David C. Baker (founder of ReCourses), thanks to a tip by my friend Shawn Stewart at Personality™. In his most recent edition, he talks about “The Truth About Money Making in a Marketing Firm.” As an owner, I was intrigued as I read. Something that stood out to me was a truth that has gotten lost in translation over the 19 months that Motiveight has been in business…

“You think you’re in a service business when in fact you’re really in the expertise business.”

Mr. Baker goes on to list a number of other lies (read them here), as he refers to them. However, this example resonated with me the most.

What I find most intriguing about the perspective of being an expert is that it’s a “new way” for me. Up until this point, I’ve looked at my company mainly as a service business when in fact, what I really have to offer is expertise. While service is a part of my business model, it’s not what I am passionate about and in fact, it’s not what I want to do. If all I did was function as the “doer” for my clients, I’m done.

Tomorrow, Monday, is a new day. Being in the expertise business is the new way.